EngageFT, Co-Founder & Chief Experience Officer
2017 - 2022 (acquired by OptimizeFT)
EngageFT delivered a swiftly deployable financial technology platform, empowering next-gen digital payment solutions and programs.
Business Impact
Corporate Branding
- Rebranded, implemented, and maintained the entire corporate brand.
- Designed and developed all marketing touchpoints, including the companies corporate website.
Overview of a micro-site for an advanced credit white-label program
Program & Product Offering Tiers
Defined and conceptualized the 3 levels of business value.
My Area of Responsibility
High-level areas I led across our platform.
Introduction & Goal
Joined as the inaugural product designer to establish a design-thinking culture and revamp end-user products. Goal: disrupt the industry with a user-centric approach.
Process & Experience
- Formed a 5-member internal experience design team within the first year.
- Rebranded the corporate venture.
- Established a centralized product team pattern library.
- Overhauled core product offerings, launching 10+ payment card programs tailored to specific use cases.
- Delivered a comprehensive suite: marketing site, web app, native mobile apps (iOS & Android), customer service portal, reporting portal, program configuration portal, administration enrollment portal, and an IVR system.
The Outcome
Highlighted Accomplishments:
- Fostered rapid business growth, securing $11.25 million in Series A and B financing.
- Collaborated with Mastercard, reaching acquisition talks.
- Successfully sold programs to major institutions (ADP, Amazon, BBVA, Mastercard, United Healthcare, etc.).
- Drove critical business model pivot through key product strategies.
- Created impactful tools: a multi-user developer portal and a robust backend administration tool.
An Example Case Study: Established Program Improvements -
(Monthly performance improvements year-over-year.)
- Enrollment Rate (%): +61%
% of users who start enrollment who complete enrollment successfully (33% vs. 53%) - Activation Rate (%): +30%
% of enrolled cards that activate their card (46% vs. 60%) - Monthly Bank Loads ($): +348%
The average $ load via external bank transfer ($126 vs. $563) - Cancellation Rate (%): -93%
% of the total active card base that cancels in a month. (6.1% vs. 0.4%) - Diminished ATM Use ($): -37%
The average amount withdrawn from an account at an ATM in a month. ($538.76 vs. $341.21) - App Engagement (#): +24%
The average number of app logins per user in a month (8.9 vs. 11)
Specific Role Contributions
- Chief Experience Officer: Led the design team and executive product efforts.
- Hiring Manager for Design Team.
- Researched and designed core product user experiences and configurations.
- Designed sales visions, pitch presentations, branding, and styling.
- Led initial project visions and centralized product pattern library creation.
- Art Directed a team in building robust administrative tools.
Business Development Visioning Decks
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Showing the grouping strategy for program types and visualizing how they are configure per program.
Product Impact
A preview of a program vision deck I created to lock each partner in our business development phase.
Research and learnings...
Research and learnings...
Research and learnings...
An example of the flows and UI for enrollment that was custom per each program.
An example of the flows and UI for enrollment that was custom per each program.
Research and learnings...
Showing an example of the advanced tracking features designed specifically for our white-labeled Digital Challenger Bank Solution.
Team Impact
This was the developer portal for internal and external devs to reference our APIs.
We also designed and built a Program Configuration and Admin Portal so our partners could have full control to set and modify their own programs.
Once a program was live, we had a customer support portal that had scripted workflows for support and a full ticketing experience for internal and partners.
High-level view of the information architecture I designed for our Partner Admin Portal that used Role Base Access Controls (RBAC) - User Types, Roles, and Permissions.
User Impact
